Rosé is great in giant bottles on the Carlton Terrace. But what if you're one of those average bros who's taken a liking to the pink stuff, which some have even taken to calling "brosé"?
It's better in a can, of course.
Mangrove Estates recognized this, and with help from design shop Safari Sundays, has packaged its new rosé, called The Drop, in four-packs of 8.4-ounce skinny cans—featured recently on package design blog The Dieline.
"We're a wine company that respects the past—the players, the style, the grapes! But the past has passed and life got fast. (The answer was never at the bottom of a bottle anyway.)," the brand says. "So we twisted tradition, bent wine to our will, and put it in a can. Let's forget the corkscrew without being screwed. Finally, a wine packed to keep up with us."
"The Drop" is a surfing term.
"The breaking wave on our can represents what surfers call 'The Drop,' " the brand explains. "[It's] the make-or-break decision to paddle directly into a wave as it's breaking behind you … when you're 100% in or you wipe out … the moment when everything is possible. We are inspired by those who chase The Drop."
The brand's tagline is, "Quality grapage, no breakage."
"We wanted a tagline that would sum up the way this brand behaves, not just as a wine but in life, embracing all the good stuff and none of the compromise, exactly what millennials expect," says agency creative director Adam Walko.
"We had a specific type of millennial bro that we wanted to talk to and a powerful brand name that got right to the heart of their lifestyle with its 'Think it, do it, done' attitude,' " adds strategy director Georgia Levison, "To unlock the name's potential we built the brand to be so much more than just its product and instead behave as a like-minded peer demonstrating and celebrating moments of 'taking the drop', when everything is possible, even great tasting rosé in a can!'
Check out more about the brand over at The Dieline.